Frontiers in Digital Marketing
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Students who successfully complete this subject will be able to:
- Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of the digital marketing campaign.
- Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding.
- Develop a coherent, innovative digital marketing campaign using various tools to optimise organisational outcomes.
- Demonstrate an ability to integrate digital marketing with the traditional marketing plan.
- Communicate proficiently with a wide variety of audiences and work effectively in teams.
- Digital marketing fundamentals: targeting, personalisation and optimisation
- Digital marketing framework: reach, connect and engage
- Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
- Digital marketing strategy and its integration with the traditional marketing strategy
- Ecosystems: customer networks
- Organisational outcomes: customer experience, customer relationships and customer life-time values
- Campaign planning, implementing and measuring the impact of digital marketing campaign
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
- SWI-MKT20023-Marketing Channel Design and Integration (No longer available)
You must have successfully completed the following subject(s) before starting this subject:one of
No additional requirements
This subject aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The subject covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimisation, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.
- Digital marketing plan - Individual (30-40%%)
- Digital marketing campaign evaluation - Group (20-40%%)
- Portfolio - Individual (30-40%%)
Current study term: 29 Aug 21 to 28 Nov 21
Check the learning management system (LMS) of your university for textbook details.